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Distance dispenser Pharmacy2U has revealed it will be lead sponsor of ITV panel show Loose Women for one year starting April 27. 

The online pharmacy’s campaign will appear on TV, online and social media, with Pharmacy2U referencing its “shared heritage” with Loose Women, which also launched in 1999, 

Pharmacy2U, which posted a £9.7m loss in its most recent annual accounts, said the show “continues to attract a loyal and engaged audience” with 2.3 million viewers each week and a “key focus on promoting awareness of health issues, including mental health, weight loss and the menopause”. 

Four in five Pharmacy2U ‘family accounts’ are “managed by women,” the business said, adding that it has “more than a million female customers”. 

Pharmacy2U chief marketing officer Glyn Williams said: “Loose Women on ITV is a natural fit for us, aligning with both our audience and aims.  

“The programme’s open, honest conversations mirror our mission to empower people to take control of their wellbeing through an accessible digital health platform.

“Through the sponsorship, we hope to connect more people to our team of expert clinicians and encourage more stigma-free discussions about health into the mainstream.” 

Bhavit Chandrani, director of BE Studios at ITV, commented: “We are delighted to welcome Pharmacy2U as the new headline sponsor of Loose Women. 

“As a show that thrives on authentic conversation and community, it provides the perfect platform for a brand dedicated to making healthcare simpler and more accessible.”